Day 132: The First Split Test for January

This post is about the first split test I’m running this month and how it fits into the wider January strategy.

Before getting into that, it’s worth grounding this in where the numbers currently sit.

Quick Numbers Check

Yesterday turned into a very solid day, coming in at $1,201 in sales.

Ad spend was £426, which is roughly $571, giving a profit of $630.

That’s more than doubling the ad spend, which is exactly where I want to be.
If that trajectory continues, everything else becomes much easier to work on.

As of today, we’re at $828 by half past four in the afternoon, which puts the day in a strong position already.

A few minutes before recording, I increased the ad budget again, moving it from £440 to £460 per day.

Every time I increase the budget it still feels slightly uncomfortable, simply because of the absolute amount being spent.

But the numbers continue to justify it, so the only real option is to trust the data and manage risk sensibly.

January Focus Recap

Yesterday I outlined the two core areas I’m focusing on this month. The first is reducing cost per customer acquisition.

The second is increasing lifetime value over a 30 to 60 day window. To address these, I identified two immediate actions.

One is increasing ad creative volume. The other is running a new landing page split test.

The landing page test is the simplest to implement, so that’s where I’m starting.

What I’ve Already Tested

Over the last couple of months, I’ve tested a lot on this landing page.

That includes headlines, subheadings, copy structure, imagery, packaging, pricing, bonuses, upsells, and order bumps.

The current version of the page is the best performer so far. It’s clean, fairly minimal, and not overly hype-driven.

The design is simple, the colour palette is restrained, and the imagery is straightforward.

Overall, it does exactly what it’s meant to do. It presents the offer clearly and converts consistently.

The New Split Test Idea

The idea behind the next split test is deliberately simple.

I’m curious what would happen if I went even further in the direction of simplicity.

Instead of a designed page, what if the page was almost “anti-design”.

Very minimal layout. Almost entirely black and white. Little to no visual styling beyond basic readability.

At the end of the day, a sales page is there to communicate information.
It needs people to read, understand the offer, and decide whether it’s right for them.

The current page does this well, but I’m interested to see whether removing even more visual friction changes how people engage with it.

Do they read more.
Do they scroll further.
Do they convert at a higher rate.

This is exactly what split testing is for.

Letting the Data Decide

I’ve learned repeatedly that intuition isn’t enough.
I

’ve been convinced in the past that something would perform better, only for it to fail.

I’ve also tested ideas I didn’t personally like, only for them to outperform everything else.

The only rule that matters is this.
Set the test up cleanly.
Run traffic.
Let the data decide.

I’ll be setting this test up tomorrow so I can show both versions side by side and then let it run.

Closing Thoughts

Today’s numbers are strong and confidence-building.

Seeing $828 by late afternoon gives plenty of room for another solid close to the day.

More importantly, this is now about being proactive rather than reactive.
The funnel is working, which is exactly when improvements should be made carefully and deliberately.

I’ll share the split test setup and early observations once it’s live.